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Creative Award
New York, United States
Marmite - "Baby Scan" by ANDY Awards 2024

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TitleBaby Scan
Agency
Campaign Baby Scan
Advertiser Unilever
Brand Marmite
Date of First Broadcast/Publication 2023 / 4
Business Sector Food
Philosophy Marmite is launching a tongue-in-cheek campaign featuring parents-to-be who are looking to find out whether their babies are lovers or haters - of Marmite, that is. The “Baby Scan” campaign was created by adam&eveDDB and uses a healthy dose of humour to illustrate that the brand is aware of how divisive its flavour is. It follows a recent scientific study which revealed that babies could respond to different flavours while still in the womb. Researchers gave pregnant women different vegetables and found that their foetuses responded with varying facial expressions, suggesting that they can experience taste through the amniotic fluid in the womb. The TV spot, directed by James Rouse, will premiere tonight at 8:15pm on ITV2 during Bobs Burgers. The documentary style ad is set in a hospital’s ultrasound department and follows a number of couples who have come for a scan and are eager to find out some vital information about their baby - whether it’s a Marmite lover or hater. The TV spot is accompanied by activity across OOH, press and social, encouraging the public to sign up to the study and have a scan with one of the UK’s leading ultrasound clinics, Window to the Womb, that could reveal whether they are expecting a Marmite lover or hater.
Media Type Case Study
Length
AI Description The Marmite 'Baby Scan' ad employs a humorous approach to explore whether babies in the womb display preferences for Marmite. The ad opens with scenes of science and exploration, setting a scientific tone. It introduces the quirky question of whether future generations will love or hate Marmite, following an experiment in which expectant mothers are given Marmite before undergoing a 4D ultrasound scan. Viewers witness diverse reactions, both from unborn children and parents, during the scans, underscoring Marmite's divisive nature. The campaign is both lighthearted and engaging, utilizing visuals of pregnancy, laboratory settings, and ultrasound imagery to convey its message. The ad is part of a larger campaign incorporating digital, social media, and outdoor advertising, further engaging the public with 'Lover or Hater' Marmite merchandise.
Production Company
Post Production
Audio Post Production
Advertising Manager
Advertising Manager
Advertising Manager
Chief Creative Officer
Creative Director
Creative Director
Copywriter
Art Director
Joint Head of Integrated Production
Senior Planner
Junior Planner
Chief Executive Officer (CEO)
Managing Partner
Account Director
Project Manager
Project Manager
Project Manager
Media Agency
Media Business Director
Media Account Manager
PR Agency
PR Campaigns Director
PR Associate Director
PR Account Director
PR Account Manager
Director
Producer
Managing Director/ Executive Producer
Head of Production
Production Manager
Director of Photography (DOP)
Casting Director
Production Designer
Wardrobe Stylist
Hair and Makeup
Editing Company
Editor
Executive Post Producer
Executive Post Producer
Post-production Producer
Colorist
Look Dev/ R&D
VFX Supervisor and Flame Lead
Flame & Nuke Lead
Nuke Artist
Nuke Artist
Flame Artist
Flame Artist
CG Artist
CG Artist
CG Artist
CG Artist
CG Artist
Audio Post Production
Audio Producer
Design Studio
Founder/Partner
Design Director
Lead Retoucher
Studio Project Manager
Artworker
Integrated Producer
Photographer's Agent
Photographer
Senior Integrated Producer, C&A
Studio Support, C&A
PA/Team Assistant